PERAN BRAND AWARENESS MEMEDIASI DAYA TARIK CELEBRITY ENDORSER TERHADAP NIAT BELI PRODUK PAKAIAN MEREK ERIGO
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https://doi.org/10.24843/EJMUNUD.2023.v12.i07.p02
Abstrak
Perkembangan bisnis fashion selalu mengalami peningkatan setiap tahunnya, hal ini didukung oleh berkembangnya media sosial setiap tahunnya, salah satunya ialah Erigo. Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness dalam memediasi pengaruh daya tarik celebrity endorser terhadap niat beli produk pakaian merek Erigo bagi pengguna Instagram di Kota Denpasar. Penelitian ini menggunakan metode non probability sampling khususnya purposive sampling. Jumlah responden pada penelitian ini sebanyak 110 responden yang memiliki akun Instagram aktif dan belum pernah membeli produk pakaian merek Erigo. Hasil analisis dari penelitian ini yakni semua hipotesis penelitian diterima. Implikasi penelitian ini adalah pihak manajemen Erigo lebih memperhatikan daya tarik celebrity endorser mereka dengan harapan mampu mempengaruhi niat beli konsumen, dari daya tarik celebrity endorser yang baik juga mampu meningkatkan brand awareness dari Erigo sehingga berpengaruh terhadap niat beli konsumen.
Development of the fashion business always increases every year, supported by the development of social media every year, one of which is Erigo. This study aims to determine the effect of brand awareness in mediating the influence of the attractiveness of celebrity endorsers on the purchase intention of Erigo brand clothing products for Instagram users in Denpasar City. This research was using non-probability sampling methods, especially purposive sampling. The number of respondents in this study was 110 with active Instagram accounts and never buying Erigo brand clothing products. The results of the analysis of this study are that all research hypotheses are accepted. This research implies that Erigo's management pays more attention to the attractiveness of their celebrity endorsers in the hope of being able to influence consumer purchase intentions, from the attractiveness of a good celebrity endorser is also able to increase Erigo's brand awareness so that it influences consumer purchase intentions.
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Referensi
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Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business & Management, 7(1), 1787733.
Gesmundo, M. A. G., Jordan, M. D. S., Meridor, W. H. D., Muyot, D. V., Castano, M. C. N., & Bandojo, A. J. P. (2022). TikTok as a Platform for Marketing Campaigns: The effect of Brand Awareness and Brand Recall on the Purchase Intentions of Millennials. Journal of Business and Management Studies, 4(2), 343–361.
Hadi, A. (2018). Pengaruh e-WOM dan brand trust terhadap purchase intention (Studi kasus pada konsumen Go-jek di Yogyakarta). Jurnal Ekobis Dewantara, 1(11), 54–62.
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iIkawati, K., Militina, T., & Achmad, G. N. (2021). The Effect of Celebrity Endorsers and Advertising Attractiveness on Brand Image and Purchase Decisions for Tokopedia Application sers in Samarinda. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2).
Iswara, I., & Jatra, I. M. (2017). Peran Brand Image Dalam Memediasi Pengaruh Electronic WordOf Mouth Terhadap Purchase Intention (Studi Kasus Pada Produk Smartphone Samsung di Kota Denpasar). EJurnal Manajemen Unud, 6(8), 3991–4018.
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Khairunnisa, I., Taufiqurrahman, T., & Musfar, T. F. (2022). The Effect Of Beauty Vloggers As Celebrity Endorser And Lifestyle Towards Purchase Decision Mediated By Purchase Intention (Study On Consumers Of Scarlett Brand Product In Bekasi Regency). Jurnal Impresi Indonesia, 1(9), 927–941.
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Liu, D., & Yu, J. (2022). Impact of perceived diagnosticity on live streams and consumer purchase intention: streamer type, product type, and brand awareness as moderators. Information Technology and Management, 1–14.
Lisnaini, R., Welsa, H., & Cahyani, P.D.. (2022). Pengaruh instagram ads dan celebrity endorser terhadap minat beli melalui brand awareness sebagai variabel intervening. JURNAL MANAJEMEN, 13(4), 724–731.
Machi, L., Nemavhidi, P., Chuchu, T., Nyagadza, B., & de Villiers, M. V. (2022). Exploring the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping. International Journal of Research in Business and Social Science (2147-4478), 11(5), 176–187.
Nasrulah, R. (2015). Perspektif komunikasi, budaya, dan sosioteknologi. Simbiosa Rekatama Media.
Nursyecha, N., Sapari, Y., & Risnawati, R. (2021). Pengaruh iklan Shopee di televisi dalam pembentukan brand awareness platform aplikasi Shopee terhadap minat beli konsumen. Journal Signal, 9(1), 1–13.
Nuseir, M. T. (2019). The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries–a case of (UAE). Journal of Islamic Marketing.
Pangestoe, J., & Purwianti, L. (2022). Analisa Pengaruh Brand Image, Celebrity Endorser, Attitude, Trust, dan Brand Awareness terhadap Purchase Intention Pada Fashion Sportwear diKota Batam. SEIKO: Journal of Management & Business, 5(1), 137–155.
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Roshan, P. A. A., & Sudiksa, I. B. (2019). Peran Brand Image Memediasi Pengaruh Celebrity Endorser Terhadap Purchase Intention.E-Jurnal Manajemen Universitas Udayana, 8(8), 5164. https://doi.org/10.24843/ejmunud.2019.v08.i08.p17
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Semuel, H., & Setiawan, K. Y. (2018). Promosi melalui sosial media, brand awareness, purchase intention pada produk sepatu olahraga. Jurnal Manajemen Pemasaran, 12(1), 47–52.
Setiawan, I. B. P. A., & Aksari, N. M. A. (2020). Peran Brand Awareness Dalam Memediasi Pengaruh Celebrity Endorser Terhadap Purchase Intention. E-Jurnal Manajemen Universitas Udayana, 9(6), 2352. https://doi.org/10.24843/ejmunud.2020.v09.i06.p15
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Sugiama, A. G., & Pambudy, E. F. S. B. (2017). Pengaruh Kemasan, Kewajaran Harga Dan Brand Awareness Terhadap Brand Loyalty (Studi Kasus Pada Wisatawan Nusantara Di Kartika Sari Bandung). Jurnal Manajemen Maranatha, 17(1), 1–14.
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Taufik, Y., Sari, A. R., Zakhra, A., Ayesha, I., Siregar, A. P., Kusnadi, I. H., & Tannady, H. (2022). Peran Social Media Marketing dan Brand Awareness Terhadap Purchase Intention Produk Es Teh Indonesia. Jurnal Kewarganegaraan, 6(2), 5234–5240.
Ugwuanyi, C. C., Okeke, C. V, & Emezue, L. N. (2018). Celebrity advertising, brand awareness and brand recognition: A structural equation modelling approach. European Journal of Business and Management, 10(28), 17–24.
Ulan, K., Rivai, A. K., & Sari, D. A. (2022). Pengaruh Electronic Word of Mouth dan Brand Image terhadap Purchase Intention dengan Brand Awareness sebagai Intervening: Studi Pada Produsen Dessert Box. Jurnal Bisnis, Manajemen, Dan Keuangan-JBMK, 3(2), 354–373.
Vidiarta, M. A., & Belgiawan, P. F. (2022). Proposed Marketing Strategy for Chicken Claw Skin Shoes to Increase Brand Awareness and Purchase Intention.
Vidyanata, D., Sunaryo, S., & Hadiwidjojo, D. (2022). The role of brand attitude and brand credibility as a mediator of the celebrity endorsement strategy to generate purchase intention. Jurnal Aplikasi Manajemen, 16(3), 402–411.
Wati, E. W. M. (2022). Efek Celebrity Endorser Terhadap Minat Beli Iklan Luwak White Koffie. Journal of Communication Management and Organization, 1(01), 26–39.
Alatas, S. L., & Tabrani, M. (2018). Pengaruh celebrity endorser terhadap purchase intention melalui brand credibility. Jurnal Manajemen Inovasi, 9(1).
Badan Pusat Statistik. (2022). Persentase Penduduk Berumur 5 Tahun Ke Atas Yang Mengakses Teknologi Informasi dan Komunikasi Selama 3 Bulan Terakhir Menurut Kabupaten/Kota Tahun 2021. November. BPS Bali. Denpasar.
Badan Pusat Statistik. (2022). Upah Minimum Kabupaten/Kota di Provinsi Bali (Rupiah), 2020-2022. November. BPS Bali. Denpasar.
Banurea, A. S., & Seminari, N. K. (2020). Peran Brand Awareness memediasi Kredibilitas Celebrity Endorser terhadap Purchase Intention. E-Jurnal Manajemen Universitas Udayana, 9(8), 3125–3144.
Chotimah, N., & Sukma, R. P. (2022). Pengaruh Celebrity Endorser dan Word of Mouth terhadap Keputusan Pembelian melalui Brand Awareness (pada Mie Aceh Kedai Kiko Jakarta). Jurnal Riset Perbankan, Manajemen, Dan Akuntansi, 6(1), 28–42.
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Dewa, C. B. (2018). Pengaruh celebrity endorser terhadap keputusan pembelian wisatawan Yogyakarta pada produk oleh-oleh Jogja Scrummy. Jurnal Manajemen, 8(1), 1–9.
Dindasari, M. A., & Sukawati, T. G. R. (2022). Peran Brand Awareness Memediasi Social Media Marketing Terhadap Niat Beli Sepatu Nike Di Kota Denpasar.E-Jurnal Manajemen Universitas Udayana, 11(10).
Eliasari, P. R. A., & Sukaatmadja, I. P. G. (2017). Pengaruh brand awareness terhadap purchase intentiondimediasi oleh perceived quality dan brand loyalty. E-Journal Manajemen Unud, 6(12), 6620–6650.
Ellitan, L. (2022). Increasing Purchase Intention through Brand Awareness and Brand Trust: A Study on Social Media Marketing.
Elvira Hendri. (2022). Pengaruh Celebrity Endorser Terhadap Purchase Intention dengan Brand Awareness, Brand Image dan Brand Trust Sebagai Variabel Mediasi. Doctoral Dissertation, Universitas Internasional Batam.
Faeq, D. K., Saleh, P. F., Hiwa, H., Ismael, A., & Nawzad, M. (2022). Purchase intention in the scope firm of corporate social responsibility. International Journal of Research in Business and Social Science (2147-4478), 11(6), 43–55.
Farera, S.E. (2022). Pengaruh Celebrity Endorser dan Electronic Word Of Mouth Terhadap Minat Belidan Dampaknya Terhadap Keputusan Pembelian. Doctoral Dissertation, Universitas Muhammadiyah Malang.
Febiana, N., Tandjung, H., & Hakiem, H. (2022). Pengaruh Literasi Zakat, Infaq,Shadaqah (ZIS), Kepercayaan, dan Brand Awareness terhadap Keputusan Menyalurkan Zakat dan Donasi Melalui Tokopedia. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 3(2), 291–313.
Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business & Management, 7(1), 1787733.
Gesmundo, M. A. G., Jordan, M. D. S., Meridor, W. H. D., Muyot, D. V., Castano, M. C. N., & Bandojo, A. J. P. (2022). TikTok as a Platform for Marketing Campaigns: The effect of Brand Awareness and Brand Recall on the Purchase Intentions of Millennials. Journal of Business and Management Studies, 4(2), 343–361.
Hadi, A. (2018). Pengaruh e-WOM dan brand trust terhadap purchase intention (Studi kasus pada konsumen Go-jek di Yogyakarta). Jurnal Ekobis Dewantara, 1(11), 54–62.
Hafida, D., & Saputri, M. E. (2022). Pengaruh Celebrity Endorser Raffi Ahmad Dan Nagita Slavina Di Media Youtube Terhadap Minat Beli Mie Instan Lemonilo Di Bandung. EProceedings of Management, 9(4).
Henninger, C. E., & Singh, P. (2017). Ethical consumption patterns and the link to purchasing sustainable fashion. Sustainability in Fashion: A Cradle to Upcycle Approach, 103–126.
iIkawati, K., Militina, T., & Achmad, G. N. (2021). The Effect of Celebrity Endorsers and Advertising Attractiveness on Brand Image and Purchase Decisions for Tokopedia Application sers in Samarinda. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2).
Iswara, I., & Jatra, I. M. (2017). Peran Brand Image Dalam Memediasi Pengaruh Electronic WordOf Mouth Terhadap Purchase Intention (Studi Kasus Pada Produk Smartphone Samsung di Kota Denpasar). EJurnal Manajemen Unud, 6(8), 3991–4018.
Kemp, Simon. (2022). DIGITAL 2022: INDONESIA.Diakses pada 30 Oktober 2022https://datareportal.com/reports/digital-2022-indonesia.
Khairunnisa, I., Taufiqurrahman, T., & Musfar, T. F. (2022). The Effect Of Beauty Vloggers As Celebrity Endorser And Lifestyle Towards Purchase Decision Mediated By Purchase Intention (Study On Consumers Of Scarlett Brand Product In Bekasi Regency). Jurnal Impresi Indonesia, 1(9), 927–941.
Kotler, P. Amstrong, G. (2016). Principles of Marketing. Global Edition. England.
Laraswanti, N., & Setyawati, H. A. (2022). Pengaruh Celebrity Endorser, Brand Image, Brand Trust dan Variety of SelectionTerhadap Minat Beli Body Lotion Scarlett Whitening: Studi Kabupaten Kebumen. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 4(1), 97–111.
Liu, D., & Yu, J. (2022). Impact of perceived diagnosticity on live streams and consumer purchase intention: streamer type, product type, and brand awareness as moderators. Information Technology and Management, 1–14.
Lisnaini, R., Welsa, H., & Cahyani, P.D.. (2022). Pengaruh instagram ads dan celebrity endorser terhadap minat beli melalui brand awareness sebagai variabel intervening. JURNAL MANAJEMEN, 13(4), 724–731.
Machi, L., Nemavhidi, P., Chuchu, T., Nyagadza, B., & de Villiers, M. V. (2022). Exploring the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping. International Journal of Research in Business and Social Science (2147-4478), 11(5), 176–187.
Nasrulah, R. (2015). Perspektif komunikasi, budaya, dan sosioteknologi. Simbiosa Rekatama Media.
Nursyecha, N., Sapari, Y., & Risnawati, R. (2021). Pengaruh iklan Shopee di televisi dalam pembentukan brand awareness platform aplikasi Shopee terhadap minat beli konsumen. Journal Signal, 9(1), 1–13.
Nuseir, M. T. (2019). The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries–a case of (UAE). Journal of Islamic Marketing.
Pangestoe, J., & Purwianti, L. (2022). Analisa Pengaruh Brand Image, Celebrity Endorser, Attitude, Trust, dan Brand Awareness terhadap Purchase Intention Pada Fashion Sportwear diKota Batam. SEIKO: Journal of Management & Business, 5(1), 137–155.
Paramhita, A. A. S. K., & Purnami, N. M. (2018). Peran Brand Awareness memediasi Hubungan Kredibilitas Endorser dengan Online Purchase Intention melalui Situs Belanja Online Bukalapak. Com. UNEJ E-Proceeding.Pranata, W.D.R.,
Pramudana, K.A.S. (2018). Peran Kesadaran Merek (Brand Awareness) Dalam Memediasi Hubungan Iklan Oppo Dengan Niat Beli Konsumen. 7(10), 5230–5257. Https://doi.org/10.24843/EJMUNUD.2018.v7.i10.p2
Putri, A. A., & Haninda, A. R. (2020). PENGARUH BEAUTY VLOGGER DALAM MINAT BELI PRODUK KECANTIKAN DI SMK TELEKOMUNIKASI TELESANDI BEKASI. Jurnal Komunikasi Universitas Garut: Hasil Pemikiran Dan Penelitian, 6(2), 474–484.
Roshan, P. A. A., & Sudiksa, I. B. (2019). Peran Brand Image Memediasi Pengaruh Celebrity Endorser Terhadap Purchase Intention.E-Jurnal Manajemen Universitas Udayana, 8(8), 5164. https://doi.org/10.24843/ejmunud.2019.v08.i08.p17
Saputra, I. K. A. & Widagda, I. G. N. J. A.. (2020). Brand Image, Product Knowledge, dan Electronic Word Of Mouth Berpengaruh Terhadap Purchase Intention. E-Jurnal Manajemen Unud, 45.
Semuel, H., & Setiawan, K. Y. (2018). Promosi melalui sosial media, brand awareness, purchase intention pada produk sepatu olahraga. Jurnal Manajemen Pemasaran, 12(1), 47–52.
Setiawan, I. B. P. A., & Aksari, N. M. A. (2020). Peran Brand Awareness Dalam Memediasi Pengaruh Celebrity Endorser Terhadap Purchase Intention. E-Jurnal Manajemen Universitas Udayana, 9(6), 2352. https://doi.org/10.24843/ejmunud.2020.v09.i06.p15
Sirotkina, I. (2018). Costume as truth and as a new mythology: dressed performances of perestroika. Fashion Theory, 22(2), 199–217.
Sugiama, A. G., & Pambudy, E. F. S. B. (2017). Pengaruh Kemasan, Kewajaran Harga Dan Brand Awareness Terhadap Brand Loyalty (Studi Kasus Pada Wisatawan Nusantara Di Kartika Sari Bandung). Jurnal Manajemen Maranatha, 17(1), 1–14.
Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta.
Taufik, Y., Sari, A. R., Zakhra, A., Ayesha, I., Siregar, A. P., Kusnadi, I. H., & Tannady, H. (2022). Peran Social Media Marketing dan Brand Awareness Terhadap Purchase Intention Produk Es Teh Indonesia. Jurnal Kewarganegaraan, 6(2), 5234–5240.
Ugwuanyi, C. C., Okeke, C. V, & Emezue, L. N. (2018). Celebrity advertising, brand awareness and brand recognition: A structural equation modelling approach. European Journal of Business and Management, 10(28), 17–24.
Ulan, K., Rivai, A. K., & Sari, D. A. (2022). Pengaruh Electronic Word of Mouth dan Brand Image terhadap Purchase Intention dengan Brand Awareness sebagai Intervening: Studi Pada Produsen Dessert Box. Jurnal Bisnis, Manajemen, Dan Keuangan-JBMK, 3(2), 354–373.
Vidiarta, M. A., & Belgiawan, P. F. (2022). Proposed Marketing Strategy for Chicken Claw Skin Shoes to Increase Brand Awareness and Purchase Intention.
Vidyanata, D., Sunaryo, S., & Hadiwidjojo, D. (2022). The role of brand attitude and brand credibility as a mediator of the celebrity endorsement strategy to generate purchase intention. Jurnal Aplikasi Manajemen, 16(3), 402–411.
Wati, E. W. M. (2022). Efek Celebrity Endorser Terhadap Minat Beli Iklan Luwak White Koffie. Journal of Communication Management and Organization, 1(01), 26–39.
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2023-08-01
##submission.howToCite##
SAPUTRA, Made Kurniawan; RESPATI, Ni Nyoman Rsi.
PERAN BRAND AWARENESS MEMEDIASI DAYA TARIK CELEBRITY ENDORSER TERHADAP NIAT BELI PRODUK PAKAIAN MEREK ERIGO.
E-Jurnal Manajemen, [S.l.], v. 12, n. 7, p. 671 - 690, aug. 2023.
ISSN 2302-8912.
Tersedia pada: <https://ojs.unud.ac.id./index.php/manajemen/article/view/102153>. Tanggal Akses: 22 apr. 2025
doi: https://doi.org/10.24843/EJMUNUD.2023.v12.i07.p02.
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